Social Network Identity and Why StumbleUpon Rules
By Phil Butler on Feb 21, 2008 in Featured, social networks
Much has been said lately about people either migrating or co-inhabiting social networks. Explaining this can be as simplistic as running the numbers or as complex as analyzing trends in user behavior, but in the end “real world” social identity theory probably hits the mark better. The successes of a particular network and personal identity factors are equally important in either the digital or physical worlds – one is really a shadow of the other.
There are basically two components to social identity theory: personal identity based on individually acquired input and social identity as applied to self worth derived from associations with groups. The two variables might seem to be mutually exclusive, but they are really quite inextricable from one another. Looking at how individuals derive or modify self image from group interaction and success can explain, at least in part, reasons why people either migrate to or co-inhabit various networks.
Where to next, does the road end?
Success and Us
None of us really thinks about a network’s success or failure as a component of our own self esteem, but the very reason we join a network is to either enhance or validate our identity. This is true in both physical and digital realities. Though a person may exaggerate or even deceive with an online identity, there are still elements of that individual’s person demonstrated and acted out upon the digital landscape. So, if we are all here and there, at least in part, to enhance our self worth – then which social network still has the ability to bolster our individual self esteem?
MySpace was perhaps the first, and has been the most successful example of a social network that provides a sense of community, individual creativity and of course “civic pride”, or more appropriately “coolness”. Then along came Facebook with what we might call “an alternative coolness” and of course more coolness via 100 cheesy applications. On the face of it, my theory seems invalid because Facebook actually has nowhere near the ability to exhibit group or individual esteem graphically that MySpace does – MySpace seems to have much more in terms of individual expression. However, MySpace is still number one and many of Facebook’s members are just co-habitants any way.
The point here though is not an attempt to explain the obvious, but to examine ourselves in view of our habits and then predict where we are headed. I think the Internet actually promotes a kind of “boredom” induced transience simply because we cannot sustain derived personal worth with the networks at our disposal. Perhaps this is because of the sites themselves, or because of non-meaningful interrelationships, or both.The bottom line is that most of these communities are not helping us feel better really.
You and Me Everywhere
I expect I have a profile on every major site there is, and I know I am not alone. Every time I check out a new site and create a profile I see exactly the same people. MyBlogLog is a great example of a community that has lost it value nearly completely. It is one of the first communities I frequented, and everyone has a profile there but it is simply a “landing” zone for many still. However, MBL’s only real value is as a base that people can view your blogs from and a “loose” communication point. Facebook has no great collective or individual value other than what we might call a “switchboard” effect where people can disperse limited data. MySpace, Bebo and others are basically narcissistic demonstrative venues. Digg and Propeller are news storehouses for the incredibly lazy, and site traffic corrals where the needy can look for visitors. StumbleUpon is all of these things, but possessing one fundamental extra quality - progressive demonstrative graphical value. WTF is that, I know you are saying?
StumbleUpon’s One Driving Force - Rich, Dynamic Content
Well SU is a growing aggregation of pseudo-blogs inhabited with graphical and contextual content. The individuals who submit this content are essentially building personal Web’s within the Web and also contributing in an exponential way to SU. Yeah, this is a deep concept (or BS some might say) but it is the only community that has personal elements that so flawlessly add to the community in this way. It success is easily contributive to the methodology and ease with which content is collected and displayed there. So, SU is almost perpetually success oriented because of these factors – no other network or community can claim that.
Does this mean that SU will take over the Web like Google did? Certainly not, as problems with SU are already becoming apparent. Most notably, the submissions and content of stumbles is beginning to become “tainted” in the same way other communities have been spammed or muddied. The problem here, is the same as for the other networks – when the community loses value – the residents will feel it and react accordingly.
Rejoice – You are Famous On Twitter
Simply put, if we don’t feel we are in a successful community or group – we look for another one. This has happened all over the Web, as people co-habit one place after another looking for self and group identity. It would be interesting to examine whether or not there is a cumulative Web identity effect born out of all the profiles and content we create?
These are larger questions, but for now I think it is easy to see that people need not only to express themselves, but also to be a part of something successful. As residents of the Web in its entirety, perhaps we should even look at the whole Web as our community. I expect we do to an extent, but as in the physical world, our micro-group affiliations are the ones we drive the most identity from. I personally feel better about being a contributing member of SU than I do about any of the other communities, I mean how much self esteem can one derive from jotting some lines on Twitter?
Hi Phil,
I beg to differ on your point about MyBlogLog. We’re a different kind of community in that most of the activity actually takes place off the site on the open web. We regularly clear 20M impressions daily on our widget which far outpaces activity on mybloglog.com.
With the upcoming release of our API, I think you’ll see this distributed activity increase. For an example of what’s possible, take a look at how Raven SEO used the API to host a community right on their domain. (link)
MyBlogLog is essentially a directory and it makes sense for people to find what they need either on or off the site. Where ever the context is most powerful and useful.
Cheers,
Ian
Product Manager, MyBlogLog
Ian Kennedy | Feb 22, 2008 | Reply
Hi Ian,
Thanks for your input. I appreciate your view, but I think we all need to evaluate what we consider to be a “community”. MBL has been one of my favorite sites for some time, and I am in no hurry to see it be diminished.
But let’s set things straight: a widget doesn’t make a community. Those widgets just drive traffic to mybloglog.com. OK, they look good too - it’s nice to see the little faces of the visitors in the widget. But once again… implementing a widget on a site is not what builds a community!
Communities are by definition places were people interact, exchange information, help each other, etc. I still believe that MyBlogLog has the potential… but I doubt that a new API will do.
Right now all I can do is wait and see.
Always,
Phil
Phil Butler | Feb 23, 2008 | Reply
Interesting post and comment Paul.
MyBlogLog was started with the idea of helping authors and readers to get to know one another better.
We feel that each blog (or any website really) is already an interesting community. This is where people are already going to interact, exchange information, and help each other out. (I really like your description of Community.)
Initial, with the reader roll, we were simply turning the lights on to show you who’s there with you. The API will help extend this concept further by helping to spread the “Social DNA” built into large Social Networks to the rest of the web.
To that end, if we can help power the social networks already inherent in sites and no one ever comes to MyBlogLog, it is fine with us.
Todd Sampson | Feb 29, 2008 | Reply
Oops…I forgot my signature in the last post. I am one of the co-founders at MyBlogLog.
Cheers,
Todd
Todd Sampson | Feb 29, 2008 | Reply
Double oops… I typed Paul instead of Phil. Too many late nights working this week. I am sorry.
- Todd
Todd Sampson | Feb 29, 2008 | Reply
Todd I understand completely. I honestly want you guys to be successful believe it or not, read my reviews of startups - nearly all positive unless they were hopeless or insulting.
am just a believer in addressing people with respect unless there is prior motivation and even then without assaulting religion or broad stroked sensibilities.
MBL is in fact not nearly where it could be. This is not just a MBL problem. I do not know what everyone expects from sites, but I know that too many do not live up to their potential.
This is not to say Mihaela or I could do it any better, but then we might. I have tested nearly every startup to come down the pike and all the while I contributed and actually tested the suckers while other writers did press releases. I learned a good deal about what great is and what mediocre is.
I honestly wrote this (not all that well comparatively) in the hope that somehow you guys would hear or see and possibly reach for something fantastic for MBL. This is a pattern with me in my talks with Jimmy Wales, Barney Pell, Riza Berkan, Kimbal Musk and the list goes on and on of CEO’s who reach for the gold ring.
It is not about the names or my personal notoriety, hell I am here by dumb luck. I really and truly give a shit. So, being minimize or under scrutinized by others (especially those in a position to at least pay attention) is frustrating and unproductive in as far as what I want to accomplish - helping make things better.
I learned one really good thing in my half a hundred years, never underestimate anyone’s capability. I am not underestimating yours by saying you are goofing to a degree, but rather I am in awe that you have so much capability and it is not being rewarded or utilized to its fullest. I wish I had a site like MBL..I would hope that the members would have something fascinating to play with every week.
So, take my comments as feedback and I hope that some of it has been of help. I deleted my account as a matter of principal and not in some childish rant. If doing so and making all these letters into words here got rid of disparaging content on your site..I did my job. I truly wish you the best and I hope that MBL will prosper…just think with those keen minds and you can do much better.
Always,
Phil Butler
I
Phil Butler | Feb 29, 2008 | Reply
Thanks for the note Phil. I completely understand where you are coming from. As I told Mihaela, we would love to have you come back and welcome you with open arms; but I do understand if you choose not to do so.
Regarding the potential for MyBlogLog, do you have any actionable recommendations (aside from what we have already done with the FAQ) that you would recommend implementing to make the service better? I would love to know your thoughts.
Thanks,
Todd
Todd Sampson | Feb 29, 2008 | Reply
Todd,
Thanks to you too and you are welcome for the comment. I will be happy to prepare a rather detailed suggestive doc, not that I am the “end all” expert, but because we really do want you to succeed. I think if Yahoo would take a similar posture - then there is a wealth of great suggestions on this Web 2.0 thingy.
In my experience, there are so many people willing to do unimaginable efforts to help if they are called upon. In a world ruled by Youtube buyouts, things get a little dicey and materialistic. This is not always the case when people are approached and valued in a different way.
I know that both Mig’s and my goal has been to do well not at the expense of anyone else but rather with others. The win-win is a very doable thing if people like you guys and so many others collaborate. Let me know if we can help and I will get some feedback for you guys.
Always,
Phil Butler
Phil Butler | Feb 29, 2008 | Reply
Interesting article Phil but I didn’t get any of what you said. Maybe you can clarify?
All I got was that Stumbleupon has something and all other social networking sites don’t have that “it” that makes them the web.
For ex. if you have a rss reader, certainly stumbleupon looks to be more of a “side” website than any social media site it seems which does the filtering out for you.
Last I tried Stumbleupon, the comments were very disjointed not like that of a blog or a social media site. As an advertising site, it really had very little difference with how social media sites work. Get viewers, get comments, get more readers, grab visitors from a quick peek.
As a web service, the need to download a toolbar was more of a turn off and for a long time, there was no way to use it with Opera.
I’m not trying to diss your comment but I really couldn’t follow but felt that this should be something that I need to get for future reference in a sort of “you might have something there” kind of way.
WinXpNewb | Mar 22, 2008 | Reply